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COKE UNVEILS NEW SLOGAN, ADS FOR OLYMPICS

Animated Polar Bears Take Center Stage Again

BOSTON (AdAge.com) -- Coca-Cola Co., Atlanta, unveiled a new campaign today that includes two spots with an Olympic theme that carry the tag "All the world loves a Coke."

The tag will be used only for February's 2002 Olympic Winter Games,

Coke's animated polar bears sled back into America's living rooms.

a company spokeswoman said. The campaign is first new Coke work since April's "Life Tastes Good" push.

One spot, from Interpublic Group of Cos.' McCann-Erickson Worldwide, will feature an Olympian ice skater, while another, from Carmichael Lynch, Minneapolis, shows a truck driver taking them to the games because they are offering a Coca-Cola.

Feel-good polar bears
Two additional spots feature the animated polar bears that have periodically promoted the product in feel-good ads since 1993. Those ads will not use the "All the world" tag. McCann-Erickson handled that work as well.

The four spots will break the week Feb. 8.

Along with the Olympics ads, Coca-cola will

Coke's second bears commercial features a loving family at play.

rotate in two new Dasani water spots and two for Diet Coke. The Diet Coke and Dasani work will continue to run after the Winter Games.

The Diet Coke ads are the first work for the brand by Interpublic's Lowe, New York, which was awarded the account late last year. The two new ads show people flirting, giggling and winking as they say what they do when they're feeling good and drinking Diet Coke.

'Do what feels good'
A voice-over says, "You get a good feeling from great taste and zero calories. Do something with it. Diet Coke -- Do what feels good," with the latter phrase appearing onscreen.

of last year's campaign by independent Wieden & Kennedy, Portland, Ore. That campaign was based on the concept of looking good on the inside and out. Two spots will break during the Olympics, with more possibly added later in the year.

The Dasani ads by WPP Group's Berlin Cameron & Partners, New York, are an extension of the previous campaign that showed people engaged in activities while drinking the bottled water. The spots continue the "Treat yourself well" theme.